Review Managers

Replying to reviews

How to respond to negative reviews

Your reply is written for the next customer reading the page as much as for the reviewer. Keep it short, calm, specific and honest, then move the conversation somewhere private.

A starting point only. Add one specific detail from the review, remove anything that doesn't fit, and never include the customer's personal details. Nothing you type leaves your browser.

Why replying matters

A negative review left unanswered reads as indifference. A good reply shows prospective customers that problems get taken seriously, and sometimes the original reviewer updates their review after the issue is resolved. Google's guidance for business owners encourages replying to reviews, and replies show publicly beneath the review on most platforms.

A five-part reply

  1. Thank them. They took the time to write, even if it stings.
  2. Acknowledge the specific problem. Name it in plain words so the reply doesn't look like a template.
  3. Apologise or explain, briefly. Apologise for the experience. Explain only if it adds something useful, and never argue.
  4. Say what changes. Only if it's true. Don't promise fixes you won't make.
  5. Take it offline. Offer a way to talk directly, without asking for personal details in public.

Example replies

These are generic examples written for this guide. Adapt them; posting the same text under every review looks automated.

Long waitThank you for the feedback, and I'm sorry you waited so long on Saturday. That isn't the experience we aim for. We've been short-staffed at weekends and are changing our rota to fix it. If you're willing, please contact us directly so we can make this right.
Quality of workThanks for letting us know about the problem with the finish. We stand behind our work and would like to take another look at no charge. Please reach out to us directly with a convenient time and we'll arrange it.
Staff attitudeWe're sorry about how you were spoken to during your visit. Everyone who comes in should be treated with courtesy, and we've shared your feedback with the team. We'd appreciate the chance to hear more if you contact us directly.
Price or billingThank you for raising this. We want our pricing to be clear before any work starts, and it sounds like we fell short. Please contact our office so we can go through the invoice with you and correct any mistake.
Can't find the customerThank you for taking the time to write. We take every comment seriously, but we haven't been able to match this to a visit in our records. Could you contact us directly with a few details so we can look into it properly?

What to avoid

  • Arguing about facts in public. Even if you're right, a defensive reply reads badly.
  • Sharing customer details. Don't mention what they bought, their account, or dates that identify them.
  • Offering compensation for removing the review. Asking someone to change or delete a review in return for a refund can look like buying a review or suppressing one.
  • Copy-paste replies. Identical text under every review signals you aren't reading them.
  • Replying in anger. Draft, wait an hour, then post.

Healthcare, legal and financial businesses: replying in a way that confirms someone is your patient or client, or that discusses their case, can breach privacy laws such as HIPAA or professional rules. Use a general reply that doesn't confirm the relationship, and invite the person to contact the office.

Using AI drafts sensibly

AI-drafted replies, in review software or anywhere else, are useful for getting past a blank page. Always read the original review again before posting, check the draft doesn't promise anything you can't deliver, add one real detail, and remove phrases that sound like boilerplate. Someone accountable should approve replies to negative reviews.

If the review looks fake

Reply calmly anyway, and flag it through the platform's reporting process. See handling fake or defamatory reviews.